• Summary
  • Contents

The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.

Audience Segmentation
Audience segmentation

This is the more worrying corollary of audience fragmentation. While audience fragmentation occurs ‘bottom-up’ as a result of increased choice between media options, audience segmentation occurs ‘top-down’ when media producers attempt to corral a target audience (defined by age, gender, ethnicity, class or some other group characteristic) in order to attract advertising revenue. Of course, advertisers are not interested in the size of an audience per se, nor in the share (or ‘fragment’) of the total audience that a newspaper or television station attracts. Certain products only sell to certain segments of the population and hence only need to be advertised to these segments: BMW cars need only be advertised to the rich, while dodgy loan companies need only be advertised to the ...

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